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Online & Offline Selling of "Command & Conquer"

COMPARISON OF THE SELLING OF "COMMAND & CONQUER"

Formed in 1985, Las Vegas-based Westwood Studios has released several popular computer CD-ROM titles including: Dune II, the Lands of Lore series, the Kyrandia adventure trilogy, Monopoly for the Internet, Blade Runner, Games People Play and the Command & Conquer product line.

In all, Westwood Studios has created more than 50 games in its 13-year history, and is regarded as one of the premiere game publishers in the industry. This paper will examine the 1996 sales campaign for Command & Conquer, the premiere game in the series. Unless noted by a specific cite, all data concerning plans, strategies and problems are taken from telephone interviews with Brett Sperry, president of Westwood Studios and Aaron Cohen, marketing director of the company.

Command & Conquer is a real-time action strategy game that is played on a computer using CD-ROM discs. The game lets the player choose which one of two opposing sides he or she wishes to play. The structure of the game is that in the near future, the world has become divided into two opposing forces, the Global Defense Initiative and the Brotherhood of NOD.

NOD forces, led by the evil KANE wants to control the world, and GDI want to defeat NOD. Because the specifications of the game (the required computer configuration) is essential to the understanding of the marketing strategy it is essential to clarify this at the beginning. Command & Conquer uses two CD-ROM discs that use 52.87 megabytes, and require some 20 megabytes of usable RAM access. In addition, Windows 95/98 running on a Pentium 233 with 32-bit sound and enhanced video graphics is required. The computer requirements severely limit the potential market, since the configuration, according to FIND/SVP is available on only about five to ten percent of the computer users.

The plan was to establish a suggested retail price of $54.95 if the product was purchased ...

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Online & Offline Selling of "Command & Conquer". (1969, December 31). In LotsofEssays.com. Retrieved 09:10, March 28, 2024, from https://www.lotsofessays.com/viewpaper/1691312.html